Mirror, mirror on the wall, does one's appearance matter after all?

Abstract

The purpose of this study was to determine the type of relationship that existed between a mother’s appearance, a child(ren)’s appearance and a child(ren)’s behavior in relation to the quality of customer service received when mothers took their child(ren) along on apparel shopping trips. Mothers living in the states of Georgia and Texas who ranged in ages from 24 to 42 participated in the questionnaire. A regression analysis was conducted and indicated that mother’s appearance and child(ren)’s behavior did have a significant impact on the perceived quality of customer service given to mothers who take their child(ren) apparel shopping whereas child(ren)’s appearance did not have a significant impact on the perceived quality of customer service to mother’s that take their child(ren) apparel shopping. Perception of the quality of the customer service received was not affected by the area in which the participants lived nor how often or likely a mother visits her favorite apparel store also referred to in this study as loyalty. Limitations and implications were discussed.